How SMS Message Validation Works
Message validation operates at three compliance layers. Layer 1 checks TCPA requirements: opt-out language present, message frequency or purpose disclosed, brand identification included. Layer 2 checks CTIA guidelines: SHAFT content absent, proper call-to-action language, compliant embedded URL handling. Layer 3 checks carrier-specific policies: T-Mobile SHAFT enforcement, AT&T Code of Conduct adherence, Verizon content restrictions for sensitive categories.
Each message receives a 0–100 compliance score. Scores above 85 indicate high approval probability. Scores between 70–84 flag minor issues that may cause secondary review delays. Scores below 70 indicate violations that will trigger rejection or carrier filtering.
TCPA Compliance Element Checklist
Every commercial SMS message must satisfy five TCPA compliance elements to avoid regulatory exposure. Use this checklist before sending any campaign:
- ✓Brand identification: The message identifies your company by name
- ✓Opt-out instructions: 'Reply STOP to unsubscribe' or equivalent
- ✓Purpose disclosure: Recipient understands what program they're receiving
- ✓No misleading content: Message does not contain false or deceptive claims
- ✓Consent already obtained: Message sent only to subscribers who opted in
Carrier Content Rules by Provider
T-Mobile: Strictly prohibits cannabis (all forms), payday lending, debt relief, and get-rich-quick schemes. Aggressively filters messages containing URL shorteners not pre-registered with T-Mobile. Requires embedded tracking URLs to use whitelisted domains.
AT&T: Enforces the Code of Conduct against phishing simulation content, age-gated products without verification, and cryptocurrency promotions. Real-time ML-based spam detection identifies high-volume identical message patterns and throttles campaigns showing abrupt volume spikes.
Verizon: Content analysis algorithms flag messages with keyword-stuffed promotional language, excessive capitalization (all-caps phrases), and multiple embedded URLs per message. Subscriber complaint monitoring applies throughput penalties to campaigns generating complaint rates above 0.1%.
Compliant vs. Non-Compliant Message Examples
Non-compliant: 'HUGE SALE!!! 50% OFF EVERYTHING TODAY ONLY Click here: bit.ly/xyz' — Violations: missing brand ID, missing opt-out, URL shortener, excessive caps, urgency manipulation.
Compliant: 'Acme Retail: Members save 20% today at checkout. Use code SAVE20. Reply STOP to opt out. Msg&data rates may apply.' — Passes: brand ID present, opt-out present, no SHAFT content, no URL shorteners, reasonable capitalization.
Non-compliant (2FA context): 'Your verification code is 485921. Never share this code.' — Violation for marketing campaigns: no brand ID, no opt-out. Note: this format is compliant for verified 2FA use cases only.